Marketing To Different Generations; How Do You Reach Them?

Not everyone is attracted to information in the same way. That’s especially true when it comes to different generations and what motivates them to make purchasing decisions. Understanding broad generational characteristics allows you to customize your marketing initiatives and maximize your marketing dollars for the most effective reach.

However, once you recognize what contact channels your targets use, what they value and how they spend their money, how do you craft the messaging to make sure you touch them? What follows is a summary of generational characteristics and a few methods for effectively reaching out.

Reading is something retired boomers enjoy, so don’t be afraid of copy

Gen X – born between 1965 and 1979

Characteristics

Demand an honest straight-forward approach

Expect delivery on a marketing promise

Appreciate good design and entertaining ads

Lean towards informational content and 3rd party research

More concerned with getting the best deal

Marketing Efforts

Emphasize facts and avoid hype

Focus on high-quality images and truthful copy

Place greater emphasis on paid search and SEO

Emphasize exclusive promotions, deals and coupons

Gen Y (better known as Millennials) – born between 1980 and 1994

Characteristics

Prompted to action by causes

Respond best to visual content-videos and images

Purchase from brands that reflect their style and personality

Driven by social trends and opinions of friends, peers, bloggers, and other influencers they trust

Marketing Efforts

Focus on digital communication-internet and phone

Keep messages short, funny and true

Enhance and improve search and discovery capabilities via social channels

Leverage content that socially validates their purchasing decisions

Use customized loyalty programs and VIP experiences to convert

Provide more ways for them to share their opinions with family and friends

Gen Z (better known as the Net Generation) – born from 1995 to present

Characteristics

Tend to be more realistic; not idealistic

The need to be connected…all the time…is very real

Possess an entrepreneurial spirit; want to be pioneers in their careers

Most connected, educated and sophisticated generation ever

Marketing Efforts

Market to them in-device; in-context messaging on digital devices

Snapchat is their favorite app

Create value, they don’t sit through ads with their technological savvy

Content should help them, empower them and collaborate with them

Expand your reach; incorporate multiple digital channels

While it seems logical that your company is not targeting all generations, most likely you are targeting more than one. And while a broad tactic most likely works for an entire generation, it bears mentioning that there will be a few character defectors within each. However, in creating a basic core message and method of distribution you can customize targeting techniques within that foundation. If you are still a little confused about how to reach multiple generations, give us a call. We’ll sit down with you to unveil your target generations and the best strategies for reaching them. www.marketingRELEVANCE.com or 847-259-7312.